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The online ad industry’s Making Measurement Make Sense (3MS) initiative calls for a new viewability metric that would only measure when 50 percent of an ad is in view for at least one second. The problem is, fewer than half of online ads meet that standard, according to a forthcoming study due out Tuesday.
The study by AdSafe Media, which offers products that promise to safeguard brands' ads online, shows that 49.9 percent of ads sold directly hit the proposed requirement.